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SBD/18/Sponsorships Advertising Marketing
Published July 18, 1995
L.A. Gear reported a fiscal second-quarter loss of $5.9M or $.34 cents a share, compared with an $11.8M, or $.59 cents a share, loss over the same period on '94. L.A. Gear "warned that full-year sales may be affected after Wal-Mart Stores failed to adhere to a minimum annual-purchase agreement." Wal-Mart will buy only $45M in L.A. Gear footwear, not the expected $80M (WALL STREET JOURNAL, 7/18). ....Converse's acquisition of Apex One will result in Converse-manufactured uniforms for the upcoming college basketball season at the Univ.'s of Georgia, Nebraska, Minnesota, South Carolina, and New Mexico (BRANDWEEK, 7/17). ....Advantage Int'l has a signed golfer Mark McCumber to a management contract (GOLF WEEK, 7/15 issue)....20th Century Fox has bought the rights to the screenplay for "The Curse of the Bambino," a comedy about a Red Sox fan trying to break the curse to help his dying father. Casting will begin soon, and shooting will is scheduled for April (BOSTON GLOBE, 7/16)....Easton Sports of Burlington, CA, has signed the Yankees' Paul O'Neil and the Astros' Jeff Bagwell to endorsement contracts. They will both use and endorse Easton batting gloves and wristbands (NSGA RETAIL FOCUS, 7/95 issue).... Baseball FanFest will make its first appearance outside North America when it goes to London next month for three days (MLB)....Kraft, who has re-upped their NFL sponsorship deal for a reported $3M, will run a national promotion with Kraft cheese, Oscar Meyer, and Louis Rich tying in 21 NFL teams (BRANDWEEK, 7/17 issue)....The ESPN Chilton Sports Poll announced the addition of Toyota as a Charter Sponsor of its sports marketing research. Toyota is the first auto company to purchase ESPN Chilton's research (ESPN Chilton)....PF Sports Ventures, a subsidiary of Photo File, will run their annual promotion offering fans a chance to win the title of "National Baseball Trivia Champion." A scaled-down promo will be introduced this month in USA Today's BASEBALL WEEKLY, with the full program launched in '96 (Photo File)....The NFL's "Air It Out" four-on-four flag football tournament, presented by Budweiser, Gatorade, and Ocean Spray, will be in Detroit from August 12-13 (Lions).